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Nature Valley Trail View

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the rundown

Three years ago, Nature Valley granola bars began their Preserve the Parks program to support physical restoration projects and organize fundraising efforts in America's national parks. Nature Valley Trail View is a natural extension of that effort, and is meant to tackle that preservation challenge digitally, and on a larger scale. The basic idea was simple: To share the beauty of the national parks with as many people as possible, we created a Street View experience on backcountry hiking trails for the first time ever. The platform continues to grow and evolve to serve it's mission.

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The Building Blocks

When given the challenge to reinvent the Nature Valley brand position, creative team Mat Bisher and Jason Schmall were inspired to port the Street View 360 technology into some of the best, most beautiful trails in America’s National Parks, creating the original unprecedented Trail View platform. The camera and field team partnered with Immersive, creators of the original 360 Dodeca camera pack re-rigging and tested the cameras to make sure they would perform under various extreme conditions. They continued innovation through development of full spherical mapping under the Google Maps API.

The Votes

The Details

Agency
Targeted Regions
  • Global
Marketing Objective
Launch Date
March 7, 2012

The Team

  • McCann Erickson New York www.mccannny.com
  • Linus Karlsson, CCO, Chairman
  • Andreas Dahlqvist, Vice Chairman, Executive Creative Director
  • Leslie Sims, Executive Creative Director
  • Mat Bisher, Creative Director
  • Jason Schmall, Creative Director
  • Catherine Eve Patterson, Executive Integrated Producer
  • Geoffrey Guinta, Senior Integrated Producer
  • Ellie Parpis, Chief Brand Editor
  • General Mills www.genmills.com
  • Scott Baldwin, Marketing Manager
  • InTheMo www.inthemointeractive.com
  • Robert Cohen, Director of Business Development
  • Adam Baskin, Line Producer
  • Adam Cucurull, Digitech Cameraman
  • Brandon McClain, Lead Cameraman
  • Your Majesty www.your-majesty.com
  • Jens Karlsson, Executive Creative Director and Photographer
  • Riley Milhem, Design Director
  • Micah Acinapura, Tech Lead
  • Raed Atoui, Developer
  • Heather Reddig, Executive Producer
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The Stats

  • 5 gigabytes of XML data
  • 8 terabytes of data
  • 60 team members working on this project

The Results

Nature Valley Trail View is the first nature-based integrated technology platform that marries 360 technology with the National Parks; America’s best idea in a meaningful and scalable way. This platform invites people to experience nature, connect with and learn more about conservation efforts, and preserve and inspire future generations to become park stewards and evangelists.

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